Principles of Public Relations Strategy and Ethics in the Commonwealth Bank of Australia
Question
Task: How does the Commonwealth Bank of Australia utilize Public Relations Strategy and Ethics to maintain transparency and build consumer trust?
Answer
Principles of Public Relations Strategy and Ethics- Commonwealth Bank of Australia
Public Relations Strategy and Ethics play the futile role towards developing and maintaining an organizations brand image among its customers and public. This makes correlating and aligning organization campaigns to consumer expectations is very important so as to win consumer confidence and trust (Saffer et.al 2013). Barbara Campman the Public Relations Strategy and Ethics manager of the common wealth bank of Australia has managed to achieve this very purpose by planning effective Public Relations Strategy and Ethics campaign which provides authentic information related to the organization and grasping the public’s attention and faith.
Upholding organization ethics is an important factor linked to any organization success and ethical issues must always be upheld. Genuine and correct information related to any organization is one such value which must be genuine since customers and the public will compare campaign information and details to a company’s history to determine its authenticity (Wilcox et.al 2015).
The Public Relations Strategy and Ethics campaign info-graphics designed to create awareness among the public and win consumer confidence is a direct demonstration of the organization's transparency. All information must be true and correct without any exaggerations to services of performance which is true when observing the Public Relations Strategy and Ethics info-graphics used during the awareness creation campaign.
An organizations transparency can easily be judged through the Public Relations Strategy and Ethics and marketing prints which are a written documentation related to the organization genuine approach (Taiminen et.al 2015).
All information on the info-graphic distributed by the Commonwealth Bank of Australia is accurate and can be verified to be true from multiple sources on the internet as well as print publications and newspapers. Being an old info-graphic the information is 95% accurate and the remaining 55 differs due to statistics and roles have changed since the info-graphics publication.
Providing genuine information on info-graphics results in both the organization intention and public relation tools aligning which eliminated any conflict of interest. It’s important the both the organization and the Public Relations Strategy and Ethics department present the same information to the public thus demonstrating unity which is another demonstration of an organization focus and ability to deliver on its customers’ expectations (Oliver, 2014).).
Customers are likely to develop more trust and confidence in an organization which communicates genuine information as opposed to those which deliver conflicting information which could result in losing customer confidence.
The main ethical approach used during the campaign was the campaign providing genuine information to on its info-graphic. Another important point was offering direct information related to the organization history, services and contact information as visual information connection.
This is important as it allows the public to grasp important company statistic at a glance rather than needing to read lots of information. Offering important statistics in visual format helps get a reader’s attention and deliver the main points quickly after which they can make a decision to investigate further of simply move on.
This is important since people also respect the organization for distributing important information that is easy to understand but not wasting the individual’s time and allowing them to make the final decision regarding the campaign.
Yes, the campaign does meet the Tilley Pyramid ethical guidelines as it addresses the campaigns intent, organization means, and objectives of ends.
References:
Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer. Routledge.
Saffer, A. J., Sommerfeldt, E. J., & Taylor, M. (2013). The effects of organizational Twitter interactivity on organization–Public Relations Strategy and Ethicships. Public Relations Strategy and Ethics Review, 39(3), 213-215.
Taiminen, K., Luoma-aho, V., & Tsetsura, K. (2015, March). Transparency Self-Evaluation for Hybrid PR. In Emerging theory, methods, and applications: Toward professional standards for research and practice. 18th international Public Relations Strategy and Ethics research conference (pp. 375-387).
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2015). Public Relations Strategy and Ethics: Strategies and tactics. New York, NY: Pearson.
